1 MIN SONG FOR SHOWER

Short List
Title1 MIN SONG FOR SHOWER
BrandONE FOUNDATION
Product / ServiceONE FOUNDATION
CategoryB05. Public Service, Charity & Fund Raising
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Sales Promotion/Advertising Agency:DDB CHINA GROUP Shanghai, CHINA

Credits

Name Position
Michael Dee Chief Creative Officer
Hesky Lu/Coobe Leung/Kurt Feng Associated Creative Director
Hesky Lu Copywriter
Coobe Leung/Michael Ma/Jack Xuan/Johnny Zou Art Director
Shih-Yen Lee Group Creative Director
Adam Wang Creative Director
George Ooi/Eugenia Cheng Agency Producer
James Chen Production Director
Steven Hua Account Supervisor

The Brief

China is one of 13 countries with critical water shortage. We have developed campaigns for one foundation to save water.

Describe how the promotion developed from concept to implementation

The concept we has is to create the world's first water saving song, and we further cut down the time to one minute only.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 3000 singles distributed. And over 20,000 downloads in just four weeks. The campaign generated free press from 50 different media sources. And we had more than 300,000 Weibo retweet and comments. Unexpectedly, we received 200 new one minute shower songs created by the public.

Explain why the method of promotion was most relevant to the product or service

By reducing the length of the song, people shortened their shower time. The shorter you sing, the more water saved.